Airbnb and Other Brands Awash With Barbie Hype

The marketing team behind Barbie have made the doll a household name. The upcoming summer release of the official Warner Bros. movie 'Barbie' on July 21, and the subsequent marketing push behind it, in part, illustrates how an 11.5-inch doll has managed brand success for over 60 years. 

Airbnb has unveiled a listing, Welcome to Barbie’s Malibu DreamHouse - Ken’s Way, which opens to the public for a free stay, on a first come first serve basis. Booking is from July 17, and is for two individual one-night stays, for up to two guests each, on July 21 and July 22, 2023 only. Airbnb said it will make a one-time donation to Save the Children, to honor girls’ empowerment, in the announcement of the listing that coincides with the movie's release.

In Los Angeles there is a full activation called “World of Barbie”, bringing her DreamHouse and DreamCamper to life for an immersive experience. It also features an adults-only cocktail bar. From a Barbie hotel, and a Barbie Fan Girl Cruise, these are just some of brands that appear to have joined the pink Barbie brigade.  

Named one of America's most trusted brands in 2022, despite remaining controversially polarizing, the gross sales of Mattel's Barbie brand amounted to about $1.49 billion worldwide in 2022. Interestingly, this figure is down, compared to 2021, when gross sales reportedly reached $1.68 billion.